2016 has been a rollicking year for many companies so far, with much success. It’s been a great year for tech businesses, with virtual reality systems Oculus Rift and PlayStation VR leading the modern charge. Movie streaming service Netflix has scored some record numbers this year, too. On the cinema side of things, theatre chain AMC just had one of their biggest weekends ever with Batman v Superman: Dawn of Justice.
But, just what do all these companies attribute their success to? While they’re on the extremely high end of the spectrum, they set an example for businesses of all sizes to follow. All of these corporations have taken steps to improve their brand image in 2016, and the results speak for themselves.
Improving a brand image isn’t just as simple as designing a nice logo. Your brand encompassess all the ways your company speaks to the public, and it’s this that is key. You have to build a positive message, then convey it effectively. This allows you to connect with your customers in an extremely pro-active way, and it’s this that has led to much joy for bigger corporations.
Take the aforementioned AMC, and Batman v Superman. They let fans watch it early in numerous theatres up and down the country, which led to many happy customers. AMC comes off in a positive light, and their clients are happy. This positive message will stick with people, making them more likely to use AMC services in the future.
That being said, giving away free stuff isn’t the only option you have on the table. It’s not just about your brand message; it’s about communicating that message in the right way. A solid communication strategy that will convey your company’s intentions is imperative for success.
In order to do this, you have to spur customers into performing a particular action. In all your marketing materials, prompt viewers to visit your site and follow your social media pages. This shows them that you are multi-faceted, and allows you to play to different audiences. Sure, the kids are all on Twitter, but what about the grandparents? Standard marketing services, like the newspaper, are no less viable in your approach.
That being said, don’t go too wide if you know you shouldn’t. You have to understand just who your target audience is, and how they will react to you. For example, a provider of funeral services wouldn’t get away with posting memes and Vines to their social media account. What does this say to the customer?! Death is a joke?!
It’s an extreme example, but the point is clear. Many people value eco-friendly practices, so consider making this one of your approaches, too. Do everything in your power to get the people on your side.
So, pick a message and stick with it. If you know your target audience is kids and young adults, then those memes and GIFs should be one of your main priorities. If you want to be known as a light-hearted, jovial company, then every public action should reflect that. Every tweet, every post and every advert could be scrutinised by thousands, so make sure you’re happy with it.